Jeff Klok-Profit Sports Drink Sports Drink Package
At Design Interviews
Interview with Jeff Klok : Frank Scott: What is the main principle, idea and inspiration behind your design?. Jeff Klok : To transition PROfit from a relatively standard shape and appearance to a brand that stands alone on the shelf. We wanted to create a product that reflected athleticism and sports in its design. .Frank Scott: What has been your main focus in designing this work? Especially what did you want to achieve?. Jeff Klok : To create a truly iconic package that differed from the rest of the competition. There are a lot of brands out there offering similar hydration formulas. PROfit stands apart from most of the segment as a Hypotonic, rather an Isotonic, likewise, we wanted the container to stand apart as well. .Frank Scott: What are your future plans for this award winning design?. Jeff Klok : Since the release of the package, Toni has seen a steady increase in sales due to the new container. We hope that they continue to climb and that PROfit becomes a primary player in the Sports Beverage market. .Frank Scott: How long did it take you to design this particular concept?. Jeff Klok : This project was a relatively quick design, the client was serious and willing to take chances and loved the initial round of concepts we presented. PROfit as it is today is very similar to the initial concept presented to them. .Frank Scott: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?. Jeff Klok : I designed this concept with the idea of sports protection equipment in mind. Similar to American football pads, with their large block surfaces and textures. This was a commissioned project by Toni. .Frank Scott: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?. Jeff Klok : Toni owns the rights to the design and is currently in production by Amcor in Ecuador. .Frank Scott: What made you design this particular type of work?. Jeff Klok : The brand needed something new, something that would jump off the shelf at the consumer. We wanted something bold and strong, and we think PROfit does this nicely. .Frank Scott: Where there any other designs and/or designers that helped the influence the design of your work?. Jeff Klok : Carlos, Luis and myself designed the container and label to work together. One would not work without the other. It was through all of our abilities that we were able to reach the final product. .Frank Scott: Who is the target customer for his design?. Jeff Klok : The target consumers are active and health-conscious people roughly 15-40 who are looking for that edge in performance. They appreciate the benefits of hydrating sports drinks and a drink that will help them take their game to the next level. .Frank Scott: What sets this design apart from other similar or resembling concepts?. Jeff Klok : Many competing packages are all similar in either design, language, or even formula. With PROfit we chose to relocate the label to break up the shelf presence. We also incorporated a texturing pattern to add detail and gripability to container. We also used exaggerated surfaces on the container as a means to increase the visual strength of the container in an effort to emphasize the design. .Frank Scott: How did you come up with the name for this design? What does it mean?. Jeff Klok : PROfit is the name of a preexisting product. It refers to Professional Fitness. .Frank Scott: Which design tools did you use when you were working on this project?. Jeff Klok : Aside from traditional sketching elements we also used computer programs like Catia, Rhino, Hypershot, Illustrator and Photoshop. .Frank Scott: What is the most unique aspect of your design?. Jeff Klok : The overall ergonomics allow for a strong grip, anti-slipping surfaces and texture. It is also designed to work with bicycle water bottle holders to cut down own waste. .Frank Scott: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?. Jeff Klok : As a group we collaborated with our project engineer Juan Milla for the technical specifications for the package design. .Frank Scott: What is the role of technology in this particular design?. Jeff Klok : I think the hardest challenge came in the development of the texturing treatment. Patterning hundreds of little hexagons onto the package takes a lot of memory in a computer system, but eventually we developed ones that were detailed and uniform. .Frank Scott: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?. Jeff Klok : The size of our hexagonal texturing was impacted by Finite Element Analysis simulations to determine a size and patterning that would best blow through ISBM manufacturing. .Frank Scott: What are some of the challenges you faced during the design/realization of your concept?. Jeff Klok : The biggest challenge we faced was to develop and design a way to make our concept feel like a uniform design. We wanted bold, but we needed the entire package to blend together as one unit. It took some adjustment, but eventually we found a way to truly reflect the vision we had. .Frank Scott: How did you decide to submit your design to an international design competition?. Jeff Klok : We were very proud of the packaging and the freshness it brought to an established brand and product segment. Sales in the actual market place has corresponded with our enthusiasm to submit it for consideration. .Frank Scott: What did you learn or how did you improve yourself during the designing of this work?. Jeff Klok : I learned to be willing to be bold in a design. To overplay certain aspects rather than making a minimalized statement about what the brand could be. .Frank Scott: Any other things you would like to cover that have not been covered in these questions?. Jeff Klok : No. Thank you for the for the opportunity and the honor. .
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